Cconsumer Perspective and Understanding of the Term "Milk"

This study is an observational, cross-sectional trial design focused on obtaining information about consumer understanding and perception of the term "milk" and how they affect consumer choice.

A planned sample size of 50 will be enrolled into the study. This study will require one initial screening visit and 1 Study Day. This study will take approximately 2 to 2 ½ hours per subject to complete.

The initial screening visit will provide subject with the informed consent document and determine subject eligibility through anthropometric measurements, vital signs, and completion of an eating habits questionnaire.

If willing and eligible to participate, subjects will be invited to participate in the study for 1 Study Day that participants can choose to continue on to after the Screening visit.

Subject will arrive at the center in fasted for at least 2 hours or longer. During the Study Day, each participant will be asked to participate in two activities. In the first activity, participants will be presented with eight differently-labeled milk cartons, each accompanied by a fixed price label, and asked to answer questions regarding consumption. In the second activity, participants will be presented with the same setup from the first activity, however, the price labels for each product is varied according to real market prices for each product. In this activity, participants will be asked to answer questions regarding purchasing. Following these two activities, participants will then be asked to answer a questionnaire on consumer choice for dairy and non-dairy milk.

Inclusion criteria

• Able to provide informed consent and comply with procedures

Exclusion criteria

• Under 18 years old